Amazon.com Puts Insert Program on the Market

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Marketers have their first chance to reach customers of Internet retailer Amazon.com on Nov. 17 when it begins a package insert program through International Direct Response Inc., according to yesterday's announcement by the agency.


The insert program will start with 500,000 pieces in November mailing from the 17th through the 22nd. The due date for the Nov. 17 distribution is Nov. 5.


Though standard insert specifications apply, overweight and oversize inserts will be allowed on a case-by-case basis, according to IDR.


In 2004, Amazon will make 2.5 million monthly packages available for an annual total of 30 million. The program will reach online buyers of books, CDs, DVDs, electronics and software within four to six days of purchase via United Parcel Service and FedEx shipments.


The base rate is $65/M, with a minimum insertion order of 100,000.


Since Amazon does not rent its postal or e-mail customer files, this program is the only way to reach its customers with marketing messages.


Details on the Amazon insert program are available through Carolyn Guyer, vice president of media at International Direct Response Inc., Berwyn, PA. She can be reached at 610/993-0500, ext. 222 or carolyn@idronline.com.


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